On Wednesday morning, Alisha Palmowski, the 2025 Crimson Bull Racing Pepe Denims F1 Academy driver, rang the opening Nasdaq bell alongside Rokt’s chief industrial officer, Elizabeth Buchanan. The duo was honored as a part of Ladies’s Historical past Month and to advocate for ladies in STEM and motorsports, two fields which are dominated by males.
It is a continuation of Rokt’s partnership with Crimson Bull Racing’s F1 Academy; final 12 months, they introduced their partnership and help of Hamda Al Qubaisi, who additionally rang the Nasdaq bell. Rokt’s collaboration with Crimson Bull and its academy program is extra than simply racing. The e-commerce know-how firm highlights the ladies engineers at Crimson Bull and their contributions to the staff in its “Pushed Past Limits” video sequence. The movies make clear ladies in all features of motorsports, break down boundaries inside STEM and racing and encourage the subsequent technology.
“Rokt stays dedicated to fostering variety in motorsports and STEM by way of its partnership with Oracle Crimson Bull Racing,” stated Buchanan. “By persevering with this partnership, Rokt ensures that feminine expertise — each on and off the observe — has significant alternatives for development and visibility in motorsports. Actual variety isn’t a one-time marketing campaign — it’s a long-term dedication. By persevering with our dedication past a single season or marketing campaign, we make sure that feminine athletes and engineers obtain constant help, relatively than momentary consideration.”
Palmowski, an 18-year-old British motorsports driver, began her karting profession in 2015 and has achieved the junior vice champion title twice within the Daniel Riccardo Collection for 2020 and 2021 and was vice champion of the GB4 Championship; she additionally made her F1 Academy debut in Qatar as a wild card entry — ending fifth within the first race.
Calling her becoming a member of F1 Academy with Crimson Bull a “life altering alternative,” Palmowski informed WWD after the bell ceremony that she’s nonetheless speechless when speaking about it and calls it “a dream come true” — particularly on condition that Crimson Bull boasts the reigning champion Max Verstappen. Palmowski has already met and hung out with Verstappen and likewise sat with the Crimson Bull desk on the F175 occasion reside launch.
With the F1 Academy’s season underway later this month (coinciding with the Method 1 calendar), Palmowski is most excited to get the racing underway in Shanghai and to race down the Sin Metropolis strip in Las Vegas for the championship’s final race.
One of many challenges ladies face in motorsports is an absence of illustration, which F1 Academy is tackling — Palmowski stated all of the features concerned with motorsport past drivers reminiscent of engineers, mechanics or media are missing in gender variety. Whereas she hasn’t personally skilled being handled in another way for being a girl, Palmowski famous that she’s one of many lucky ones; others can’t say the identical.
Photograph by Vanja Savic
“When women and girls see it, they are often it,” stated Buchanan. “Illustration unleashes risk. Illustration issues year-round as a result of visibility results in unleashing the goals of potentialities for women all over the place. When women and girls see function fashions in enterprise, sports activities and know-how, it exhibits them that they belong in these areas.”
Buchanan went on to elucidate that Palmowski embodies the dedication to expertise, perseverance and breaking boundaries in motorsport that Rokt shares. With supporting ladies drivers like Palmowski, Rokt stated it’s utilizing its partnership to create extra alternatives for ladies in racing.
“It’s a matter of when, not if we are going to get a [woman become a] Method 1 driver,” emphasised Palmowski.
Palmowski cites Susie Wolff as an inspiring determine; many drivers see her as a beacon of hope for being one of the vital current ladies concerned with the game and for her function in spearheading the F1 Academy initiative as managing director.
Motorsports proceed to be an costly sport, with development to greater ranges requiring more cash to offset the funds required — making competing for sponsorships of main firms for folks with out familial monetary backing all of the extra essential. “It’s a chance that doesn’t come round each day and it’s not obtainable to me with out the help of those guys,” stated Palmowski.
Rokt’s monetary and structural backing of Palmowski will enable her to solely concentrate on competing and to succeed in her full potential and obtain victories, Buchanan stated. “Past monetary help, we’re additionally working to extend visibility and create a platform for feminine drivers, making them extra enticing to future sponsors and companions. This sort of sustained funding is what creates lasting change — not only for one driver, however for the subsequent technology of girls in motorsports.”
The chance in F1 Academy isn’t one Palmowski will probably be losing; she stated that this Crimson Bull backing will afford her the possibility to showcase her abilities, additional transfer up the ladder and finally grow to be a Method 1 driver — the dream that many motorsport drivers rising up are hoping they will obtain.
“We’re not simply right here to race. We’re right here to make noise and drive change for the subsequent technology in motorsport,” stated Palmowski.
